This event report details Commonwealth Bank of Australia's response to a variety of consumer and media trends in its marketing strategy. View Summary

This event report details Commonwealth Bank of Australia's response to a variety of consumer and media trends in its marketing strategy. The financial services brand has embarked on a variety of digital initiatives recently, including a Facebook banking service, an upgraded blog, a mobile banking and payment app and an online "data hub" tracking consumer spending habits. Also discussed in the report is the bank's latest ad campaign and its response to the gamification trend.

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How the Sydney Opera House hit the right note on digital

Includes video content

Recommended by Warc editors

Trends

Best Practice

John Davidson, Event Reports, ad:tech Sydney, March 2013

This event report provides details of Sydney Opera House's revamp of its digital strategy. The Opera House, an architectural icon and one of Australia's top tourist attractions, made changes to many of its digital channels, from its email marketing to its social and search activity. View Summary

This event report provides details of Sydney Opera House's revamp of its digital strategy. The Opera House, an architectural icon and one of Australia's top tourist attractions, made changes to many of its digital channels, from its email marketing to its social and search activity. Its marketing team is also getting involved with mobile and online video - the latter initiative aided by a partnership deal with Google that will see many live music performances streamed via YouTube. The report concludes with advice for other marketers planning a similar digital revamp.

A round-up of presentations from ad:tech Sydney 2013, featuring Australia Post, LBi and Domino's. Major themes covered by the presentations include emotional digital branding, harvesting and using consumer data, brand partnerships with social media services and leveraging the gamification trend. View Summary

A round-up of presentations from ad:tech Sydney 2013, featuring Australia Post, LBi and Domino's. Major themes covered by the presentations include emotional digital branding, harvesting and using consumer data, brand partnerships with social media services and leveraging the gamification trend. The consequences of the digital revolution for traditional brands, and the rise of real-time marketing, are among the other topics discussed in the report.

4

How 500 people changed destination marketing: using social media to sell Canberra

Includes video content

Recommended by Warc editors

Trends

Best Practice

John Davidson, Event Reports, ad:tech Sydney, March 2013

Australian Capital Tourism wanted to attract more couples and families to visit Canberra, which would require overcoming long-held negative perceptions about the country's capital, and effectively using a small budget to make sure its message was heard over several better-known destinations. View Summary

Australian Capital Tourism wanted to attract more couples and families to visit Canberra, which would require overcoming long-held negative perceptions about the country's capital, and effectively using a small budget to make sure its message was heard over several better-known destinations. To achieve this, it held a competition that saw 500 social media influencers see the city, and provide unmoderated online feedback about their trip to a dedicated website, and platforms like Facebook and Twitter. The result was a huge amount of positive buzz, and millions of dollars in earned media impressions.

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